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Wang, Jian (Jay) 王坚

Public Diplomacy

Contact Information
Associate Professor
USC Annenberg School for Communication & Journalism
Office: ASC 233
Phone: (213) 740-9686


  • Ph.D., University of Iowa

  • University of Minnesota

  • Beijing University


Jian (Jay) Wang is Director of the USC Center on Public Diplomacy (CPD) and an Associate Professor at the USC Annenberg School for Communication and Journalism.
Dr. Wang has written widely about the role of communication in the contemporary process of globalization. He has published four books and three dozen research articles in academic and professional journals. His books include Shaping China’s Global Imagination: Soft Power and Nation Branding at the World Expo, Soft Power in China: Public Diplomacy through Communication (editor), Foreign Advertising in China: Becoming Global, Becoming Local, and China's Window on the World: TV News, Social Knowledge and International Spectacles (co-author). He serves on the editorial board of the International Journal of Communication and is a member of the Public Diplomacy Expert Group of the Sustainable Development Goals Fund.
Dr. Wang has led a number of research projects on topics ranging from nation branding and nonprofit branding, to public diplomacy evaluation, corporate public diplomacy and CSR practices in emerging economies. At CPD, he has led successful partnerships on research and programming with organizations including the BBC, the Center for Strategic & International Studies, Global Affairs Canada, NATO, the United Nations Foundation, and the U.S. Department of State.

Wang previously worked for the international consulting firm McKinsey & Company, where he advised clients on matters of communication strategy and implementation across a variety of industries and sectors. Prior to joining USC, he taught at Purdue
Wang spoke at the USCI/CPD/CIS conference on the Beijing Olympics in spring 2009.

Description of Research
Research Specialties
Branding, globalization, organizational communication, public diplomay, and public relations

Selected Publications

  • Wang, J., ed. (2010) Soft Power in China: Public Diplomacy through Communication. New York: Macmillan.

  • Wang, J. (2000). Foreign advertising in China: Becoming global, becoming local. Ames, IA: Iowa State University Press.

  •  Wang, J. (2006). Managing national reputation and international relations in the global era: Public diplomacy revisited. Public Relations Review, 32 (2), 91-96.

  • Wang, J. (2006). Public diplomacy and global business. Journal of Business Strategy, 27 (3), 41-49.

  • Wang, J. (2006). The politics of goods: A case study of consumer nationalism and media discourse in the Chinese media. Asian Journal of Communication, 16 (2), 187-206.

  • Wang, J. (2006). Localizing public diplomacy: The role of sub-national actors in nation branding. Place Branding, 2 (1), 32-42.

  • Wang, J. (2005). Consumer nationalism and corporate reputation management in the global era. Corporate Communication, 10 (3), 223-239.

  • Wang, J., & Chang, T. K. (2004). Strategic public diplomacy and local press: How a high-profile ‘head-of-state’ visit was covered in America’s heartland. Public Relations Review, 30 (1), 11-24.

  • Wang, J. (2000). Export of culture or co-production of culture? Vignettes from a global advertising affiliate in Beijing. In G. Wang, A. Goonasekera, & J. Servaes (Eds.), The new communications landscape: Demystifying media globalization (pp. 160-173). London: Routledge.

  • Chang, T. K., Wang, J., & Chen, C. H. (1998). Social construction of international imagery in the post-Cold War era: A comparative analysis of American and Chinese national TV news. Journal of Broadcasting & Electronic Media, 42 (3), 277-296.

  • Wang, J. (1997). From four hundred million to more than one billion consumers: A brief history of the foreign advertising industry in China. International Journal of Advertising, 16 (4), 241-260.

  • Wang, J. (1997). Through the looking-glass of foreign ads in China. Asian Journal of Communication, 17 (1), 19-42.

  • Wang, J. (1997). Global media and cultural change. Media Asia, 24 (1), 15-22.

  • Wang, J., & Chang, T. K. (1996). From class struggle to state manager: TV programming and foreign imports in China, 1970-1990. Journal of Broadcasting & Electronic Media, 40 (2), 196-207.

  • Wang, J. (1996). The siren songs of consumption: An analysis of foreign advertisements in two mainland Chinese newspapers, 1985-1993. Gazette: The International Journal for Communication Studies, 56 (3), 201-219.

  • Chang, T. K., Wang, J., & Chen, C. H. (1994). News as social knowledge in China: The changing worldview of Chinese national media. Journal of Communication, 44 (3), 52-69.